Designers
Designers
Designers
New Age
A multi-platform experience embodying the message of anti-anti-aging
Designers
Aleksandra Abucewicz
Juman Ghalayini
Key Words
Sydney Henry
SUMMARY
Caddis Eyewear approached us in hopes to expand their current offering, beyond its products whilst maintaining its anti-anti-aging stance. We found that creating a multi-platform experience would further establish a community for the Caddis audience and increase accessibility for those interested in the message. With that in mind, we developed New Age, a cross-platform experience that includes a bi-annual magazine and video content. We hypothesize that New Age would be the best vehicle to further Caddis’s message and increase audience engagement. A curated cross-platform entity allows Caddis to better communicate and exchange their beliefs.
See the project video:
challenge
Perhaps the most challenging part of this process was the content curation and creation. We wanted to ensure that Caddis was targeting its current audience whilst broadening the spectrum. After conducting interviews, we decided to offer a range of topics that fall under four categories: community, feature, experts, and lifestyle. We wanted a range of articles, some to be inspirational and eye-opening while others would address important but difficult conversations. The content we chose is meant to create a space of trust and inclusivity while pushing the boundaries of what Caddis is. We wanted to demonstrate that Caddis can go beyond their current realm, and through our content, can speak to a broader audience and become more inclusive.
Outcome
To fulfill the newfound desire for content that promotes a positive aging messaging, we created a new entity for Caddis. This platform fosters creativity and community within the Caddis circle. We created featured articles where people are able to relay their stories and connect with Caddis’s audience. Magazine readers will be led to New Age’s YouTube channel through the implementation of QR codes where users can fully immerse themselves into the anti-anti-aging philosophy. Active learning and trust building are incorporated into the user’s journey. This allows for a more immersive experience into Caddis’s mind. Eventually, Caddis can rely on New Age to build their audience, creating a mutually beneficial circular relationship.
MEET THE Designers:
Aleksandra Abucewicz
Juman Ghalayini
Sydney Henry